Videos can play a large role in helping consumers make purchase decisions, both online and offline. U.S. beauty consumers turn to videos produced by brands and publishers nearly as much as to product review videos from creators. They say YouTube is their No. 1 digital source for beauty content, followed closely by Google Search.
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You just need to browse YouTube to understand how beauty retailers and drugstores are using the platform to communicate with their audience and their customers. Marketing on YouTube also allows drugstores to benefit from the power of the platform's network aspect. Content can be easily created, published, and shared. But YouTube is not only a social network, it is also the second-largest search engine in the world. Just think about how your drugstore could grow on YouTube. One-third of all online activity is devoted to watching videos, and YouTube has over one billion active users. The platform is so developed that it is available in 76 languages, providing access to 95% of the world's population. It is therefore essential that all leading drugstores invest time and resources in their YouTube channel.
A YouTube brand channel is not only useful for your drugstore, but it is also a way to have fun! Film interesting videos, funny moments and open the doors of your company to your customers. Having a successful YouTube channel is an incredibly powerful marketing tool. Customers will retain your brand thanks to the visual association that you will be creating with your content. As a successful drugstore with a YouTube channel, you can reach many more people and who knows… one of your videos might go viral! This is a fantastic way to make a lasting impression in peoples’ minds. Do not forget that YouTube is also the second-biggest search engine in the world, which means that with a successful YouTube channel, your drugstore’s videos will generate more traffic to your website and therefore, more potential customers!
The main trend in YouTube marketing for drugstores is the same across the board: INFLUENCERS. You only have to do a quick YouTube search to realize that every drugstore out there is using influencers to promote their products. People nowadays are obsessed with watching make-up, hairstyling, or cosmetics testing videos, and drugstores have understood this! Soap & Glory will give their audience aesthetic tips with videos on how to get the perfect brows! ClickOnCare has asked an actress to do a video for them which has over 11 million views! DM has a very successful playlist that is aimed at teaching make-up techniques. Finally, Ipsy has hundreds of tutorial videos but also videos where influencers review make-up products or cosmetics and compare brands. They also do unboxing videos, where an influencer opens a box full of products sent by the drugstore.
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